[danpalmer]

I don’t know enough about cars or the Jeep brand, but a common answer to this in the general case is market segmentation. If a company constantly makes decisions that make their product worse for you, you’re probably not the target market.

Perhaps in this case it means Jeep can sell their cars at a lower price. Perhaps Jeep is already perceived as a budget conscious brand. The market segment they’re targeting may care about that.

Kindle does this with their ads. They are targeting a consumer with ~$50 of disposable income to spend on an ebook reader, who would rather pay that little and have ads. I’ll never buy a Kindle because not only do I not want ads on the screen, but they have also neglected their high end device which is the segment of the market where I’m at.

[hnthrow90348765]

Not to be too harsh, but most Jeep buyers only buy for the name. That's the only way to justify these Wrangler prices.

It's why Ford was able to bring back the Bronco and take a decent chunk of that pie.

[tekknik]

It’s not the name, it’s the solid axles and proven platform.

[Aeolun]

The moment my Remarkable shows me ads is the moment I burn the company to the ground (reputationally).

[mr_toad]

> Perhaps Jeep is already perceived as a budget conscious brand.

I’d always thought of Jeep as an overpriced brand. There are cheaper off road vehicles available if you don’t care about the brand.

[Clubber]

A decade or two ago Wranglers were the cheaper option compared to most pickups. They've been in decline for a while, unfortunately. They seem like fun vehicles.

[tekknik]

comparing a jeep to other off road vehicles is not an equal comparison. sure there are other off road capable vehicles but the approach and departure angles, solid axles, disconnecting sway bar, etc.

a tacoma/colorado is not equivalent to a gladiator or wrangler.